The Marketing Environment

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营销环境

营销环境第三章营销环境公司必须随时观察并适应营销环境，以寻机遇，避免威胁。

营销环境由所有影响公司在其目标市场有效运营能力的相关人员和因素组成。

1、描述影响公司服务于顾客的能力的环境因素。

公司的微观环境因素包括那些与公司密切联系的相关因素，它们综合起来形成了公司的价值传递系统，影响公司顾客服务的能力。

微观环境包括公司的内部环境、营销渠道企业、用户市场、竞争对手和各种类型的公众。

宏观环境由更广泛的社会因素构成，这些因素影响着整个微观环境。

构成公司宏观环境的六大因素是：人口统计、经济、自然、技术、政治和文化因素。

这些因素构成了公司面对的机会与威胁。

2、解释人口统计环境和经济环境的变化如何影响营销决策人口统计学研究人口的特征。

如今的人口统计环境显示出不断变化着的年龄结构、家庭结构、人口居住区域，更好的教育及更多的白领人口，还有多样化趋势的增加。

经济环境由那些影响购买力和购买方式的因素组成。

如今经济环境的特点是较低的实际收入和变动的消费方式。

现在的消费者为财务负担所迫，倾向于寻求更大的价值--高质量和适当价格的组合。

收入的分布状况也在发生变化。

富人更加富裕，中等收入的阶层萎缩、穷人更穷了，导致了一个两极分化的市场。

许多公司现在针对两个不同的市场进行营销活动--富裕者市场和中等收入市场。

3、确定公司自然环境和技术环境的主要变化趋势自然环境有三种主要趋势：某些原材料短缺、污染程度加深、政府对于自然资源更加严密的管理。

人们对自然环境的关心为那些明智的公司带来了营销机遇。

营销人员还应当注意技术环境中的四个主要趋势：高速的技术变化、高额的研发预算、公司致力于小幅度的产品改革、政府法规的增加。

无法跟上技术变化的公司将错过新产品和营销机会。

4、解释政治和文化环境中的关键变化政治环境由影响或限制营销活动的法律、机构和团体组成。

政治环境正在经历三种对营销有影响的变化：工商业法规的增加、政府对法规执行的强化、对伦理道德和社会责任的强调。

营销学原理测试3-5章(英文版)

1、A company’s _____ consists of its suppliers, marketing intermediaries, customers, competitors and publics.A、macroenvironmentB、microenvironmentC、business environmentD、marketing environment2、_____ include resellers, marketing service agencies and financial firms that help a company to promote and sell its offerings to its final customers.A、Advertising agenciesB、SuppliersC、Intelligence firmsD、Marketing intermediaries3、A company’s _____ public includes its workers, managers, volunteers and board of directors.A、employeeB、citizen-actionC、internalD、human resource4、There are three trends in the natural environment that marketers are monitoring. These are _____, _____ and _____.A、shortages of raw materials; increased legislation; increased consumerismB、the green movement; shortages of raw materials; increased pollutionC、increased pollution; increased government intervention; shortages of raw materialsD、increased consumerism; increased population; increased ethical expectations5、The most dramatic force shaping business today is the _____ environment.A、naturalB、technologicalC、economicD、political6、Which of the following is not one of the reasons business legislation is enacted?A、To protect companies from each otherB、To protect companies from consumersC、To protect consumers from unfair business practicesD、To protect the interests of society7、A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly”products, is acting out her view of _____.A、societyB、organizationsD、nature8、A company has several options with regard to its marketing environment. A strong company takes a(n) _____ approach.A、proactiveB、reactiveC、ingenuousD、peaceful9、A company’s macroenvironment consists of all of the following except _____.A、demographic forcesB、economic forcesC、competitive forcesD、none of the above10、Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________.A、licensorB、supplierC、marketing intermediaryD、local public11、The demographic environment is of major interest to marketers because it involves people, and people make up markets.A、TRUEB、FALSE12、Price & Malone Corp., a company based in Houston, caters to a market of individuals and households that buy goods and services for personal consumption. Price & Malone caters to a ________ market.A、businessB、resellerC、governmentD、consumer13、Government markets consist of government agencies that buy goods and services ________.A、to produce public servicesB、to resell at a profitC、for further processingD、for personal consumption14、The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of thefollowing environments is being studied in this scenario?A、demographic environmentB、political environmentC、economic environmentD、technological environment15、The economic environment consists of economic factors that affect ________.A、cultural patterns of communitiesB、entrepreneurial orientation of a populationC、the quality of technological innovationD、consumer purchasing power16、A value marketer is most likely to ________.A、offer consumers superior quality of goods and services at a very high priceB、offer consumers only those products that are associated with status and prestigeC、offer consumers low quality goods and services at very low pricesD、offer consumers a balanced combination of product quality at a fair price17、Consumers in the "lifestyles of health and sustainability" market are more likely to seek ________.A、alternative medicineB、perfumes made from animal productsC、clothing made of furD、leather goods18、Katrina Mendoza is a senior manager in a manufacturing firm that hires lobbyists to influence legislation that affects the manufacturing industry. Katrina's firm takes a(n) ________ stance toward the marketing environment.A、reactiveB、proactiveC、adversarialD、passive19、One of the important demographic trends in China is the changing age structure of the population.A、TrueB、False20、Individuals and households that buy or acquire goods and services for personal consumption make up the ________.A、consumer marketB、market offeringC、market mixD、social class21、Marketing stimuli include which of the following?A、economic stimuliB、price stimuliC、technological stimuliD、social stimuli22、Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.A、cultural universalsB、reference groupsC、subculturesD、monocultures23、________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.A、Membership groupsB、Aspirational groupsC、Leading adoptersD、Reference groups24、A ________ consists of the activities an individual is expected to perform according to the people around him/her.A、motiveB、roleC、lifestyleD、life cycle25、A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.A、personal characteristicsB、stereotypesC、perceptionsD、attitudes26、________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.A、PersonalityB、CultureC、LifestyleD、Motive27、Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities—that is, "we are what we consume." According to this premise, consumers ________.A、buy products to support their self-imageB、rarely identify with brand personalitiesC、are affected by opinion leadersD、compare product brands28、Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.A、motiveB、life-cycle stageC、self-conceptD、brand personality29、A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.A、social classB、life-cycle stageC、self-conceptD、status30、A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.A、stimulusB、perceptionC、cultureD、motive31、________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.A、MotivationB、PerceptionC、DissonanceD、Learning32、People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.A、subliminal retentionB、selective distortionC、cognitive dissonanceD、selective attention33、________ describes changes in an individual's behavior arising from experience.A、LifestyleC、PerceptionD、Cognitive dissonance34、When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.A、consumer capitalismB、complex buying behaviorC、variety-seeking buying behaviorD、dissonance-reducing buying behavior35、The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.A、commercialB、publicC、experimentalD、personal36、Which of the following is the final stage in the new product adoption process?A、awarenessB、adoptionC、evaluationD、interest37、Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?A、compatibilityB、divisibilityC、communicabilityD、relative advantage38、Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.A、peopleB、imageC、channelD、services39、________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A、BehavioralB、PsychographicC、Age and life cycle40、________ segmentation assumes that nations close to one another will have many common traits and behaviors.A、GeographicB、OccasionC、PsychographicD、Benefit41、When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A、measurableB、profitableC、substantialD、actionable42、A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.A、mass marketingB、differentiated marketingC、concentrated marketingD、individual marketing43、The winning value proposition would be to offer ________.A、more for the sameB、more for lessC、more for moreD、same for less二、判断题1、Abel is considering whether or not to get an e-reader. He has read online reviews of three different kinds of readers and has talked with two friends who own e-readers. Abel is at the awareness stage of the new product adoption process.2、Early mainstream adopters accept new ideas after the average person.3、Two of the characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility.4、Subcultures consist only of religious groups.5、Social class is based on shared value systems and common life experiences and situations.6、Children exert little influence on family buying decisions.7、A person's occupation has no effect on the goods and services that she buys.8、According to Maslow's hierarchy of needs theory, when the most important need is satisfied, it will cease to be a motivator, and the person will then try to satisfy the next most important need.9、Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.10、Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.11、Culture is the most basic determinant of a consumer's wants and behavior.12、Social class is determined only by one's income.13、An aspirational group is one to which a person wishes to belong.14、A product position is the way a product is defined by consumers on important attributes.15、Less-for-much-less positioning involves meeting consumers' lower performance or quality requirements at a much lower price.16、Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.17、Individual marketing is also known as one-to-one marketing, mass customization, and markets-of-one marketing.。

市场营销(英语版阿姆斯特朗)复习题

A) the political state of the country
B) the cultural forces that exist in a society
C) the suppliers of the company
D) the technological resources available
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
3) Which of the following would be a component of a company's marketing microenvironment?
A) Resellers
B) Suppliers
C) Producers
D) Consumers
E) Government agencies
Answer: A
Page Ref: 68
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
7) Kelstone Developers is planning to build a new shopping mall which requires the partial taking of a nearby park. Walking Green, an environmental group, challenged the plan, citing environmental destruction. In response to the demands of Walking Green, Kelstone Developers promised to build a park-like walkway around the mall. Walking Green is an example of a(n) ________ in this scenario.

市场营销英语试题

一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。

市场营销环境分析(英文版)_Analyzing_the_Marketing_Environment

知识回顾 Knowledge Review
• 2.Part 2: Identifying the Allure of Social Networking: Traits, Behaviors and Motivators
• 3.Part 3: Social Networking Personas: A Look at Consumer and Shopper MindSets
Analyzing the Marketing Environment
Made by Group two
Contents
Microenvironment Macroenvironment
What is Marketing Environment?
• The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
Political
Walmart identified five everyday products to serve as nationwide trend indicators for the launch of the Live Better Index.
Nature
• In October 2005, Walmart announced it would implement several environmental measures to increase energy efficiency.
Technological

市场营销环境分析(英文版) Analyzing the Marketing Environment

Analyzing the Marketing Environment
Made by Group two
Contents
Microenvironment Macroenvironment
What is Marketing Environment?
• The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
•
•
Macro environment
Demographic Technological
Economic
Political
Nature
Cultural
Demographic
• According to Wal-Mart, there are 3 types of shoppers: Price-Value Shoppers Brand Aspirationals Price-Sensitive Affluentsting Environment
Macro environment
Marketing intermediaries
Customer markets
Suppliers
Competitors
The company
Micro environment
Publics
Political
Walmart Live Better Index
• Wal-Mart has identified five everyday products to serve as nationwide trend indicators for the launch of the Live Better Index. 1. Compact fluorescent light bulbs (CFLs) 2. Organic milk 3. Concentrated/reduced-packaging liquid laundry detergents 4. Extended-life paper products 5. Organic baby food

~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普科特勒kotler04_exs

• Demand quickly outstripped supply
• The new VW beetle enjoyed crossgenerational appeal
• Earned many awards
• Beetle now accounts for over 25% of company sales
The Macroenvironment
• Key Technological Trends
§The technological environment is characterized by rapid change.
§New technologies create new opportunities and markets but make old technologies obsolete.
• Born between 1965 and 1976
• First latchkey children
• Maintain a cautious economic outlook
• Share new cultural concerns
• Represent $125 billion in annual purchasing power
• Challenging target for marketers
The Macroenvironment
• Key Demographic Trends
§Changing American household §Geographic population shifts §Better-educated, more white-collar
• The Natural Environment

营销环境的重要性英语作文

营销环境的重要性英语作文In the dynamic world of business, the marketing environment plays a crucial role in determining the success or failure of a company's strategies. This essay will explore the significance of understanding and adapting to the marketing environment for businesses to thrive.Firstly, the marketing environment encompasses a variety of external and internal factors that influence a company's ability to reach its target market. External factors include economic conditions, technological advancements, government regulations, and social-cultural trends. Internal factors involve a company's resources, capabilities, and organizational culture. Understanding these factors is vital for formulating effective marketing plans.Secondly, the marketing environment is not static; it is constantly evolving. Businesses must stay abreast of changes in consumer preferences, competitive dynamics, and global economic shifts. By monitoring these changes, companies can identify emerging opportunities and threats, allowing them to make proactive decisions rather than reactive ones.Thirdly, adapting to the marketing environment is essential for customer satisfaction and loyalty. Companies that are responsive to the needs and wants of their customers are more likely to build a loyal customer base. This is because they can tailor their products and services to meet the changingdemands of the market, thereby enhancing customer experience.Furthermore, the marketing environment has a direct impact on a company's profitability and growth. By understanding the market trends and consumer behavior, businesses can position their offerings effectively, pricing strategies, and promotional activities to maximize revenue and market share.In conclusion, the marketing environment is a critical component of business strategy. It requires continuous attention and strategic adaptation to ensure that a company remains competitive and successful. Ignoring the marketing environment can lead to missed opportunities, declining sales, and ultimately, business failure. Therefore, it is imperative for businesses to integrate an understanding of the marketing environment into their strategic planning and decision-making processes.。

市场营销The market environment and Marketing ethics

eco-friendly(环保） Green marketing(绿色市场）
Environmentally friendly goods (对环保有利的商品）
Responsible purchasing(责任性购买）：有责任的购买也是一个公司建立或者保持形象的一种方式，比如公司可以拒绝买由童工制造的一些原材料。
公司可以执行持久性购买（sustainable purchasing)的政策，表明对人权（human rights)的关注。
The market environment
the micro environment
consumers competitors 对公司具有直接影响
to satisfy the needs differentiate the brand from competitors
change the raw materials /good relations
technology economy politics
Marketi market environment
Marketing ethics(营销道德标准）
Social marketing(社会营销）：利用各种营销手段来说服人们去改变他们的行为，从而对社会有利。比如劝导抽烟的人多吃点新鲜水果以及蔬菜。 Aim of social marketing(社会营销的目标）：将社会问题比如犯罪贫富差距降到最小。
emloyyees
media shareholders
training and development play a key role
positive and negative attention meet the needs /aviod haring the brand

市场营销第十三版1-5章专业术语翻译

第一章Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值Share of customer顾客份额 Customer equity顾客资产 Internet互联网第二单元Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合portfolio analysis 组合分析growth-share matrix 增长一份额矩阵product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发product development 产品开发diversification 多元化downsizing 精简战略value chain 价值链 value delivery network 价值递送网络marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场market targeting 市场营销战略positioning 定位differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率第3章Marketing environment 市场营销环境 microenvironment微观环境Macroenvironment 宏观环境 marketing intermediaries营销中介Public公众 demography人口统计Baby boomers婴儿潮 generation X一代Millennials(generation Y) Y一代 economic environment经济环境Engel’s laws恩格尔定律 natural environment自然环境Environmental sustainability环境的可持续发展technological environment技术环境Political environment 政治环境cultural environment人文环境第四章Customer insights 顾客洞察力（见解） marketing information system 市场营销信息系统internal databases内部报告系统marketing intelligence营销情报系统marketing research 市场营销调研 Exploratory research探测性调研descriptive research描述性调研 Secondary data 二手资料commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈online focus groups在线焦点小组访谈Sample样本customer relationship management客户关系管理第五章Consumer buyer behavior 消费者购买行为Consumer market 消费者市场 Culture 文化Subculture 亚文化 Social class 社会阶层 Group 群体 Opinion leader 意见领袖Online social networks 在线社交网络Lifestyle 生活方式Personality 个性 Brand personality 品牌个性 Motive (drive) 动机Perception 认知过程 Learning学习Belief 信仰Attitude 态度Complex buying behavior 复杂购买行为Dissonance-reducing buying behavior 不和谐的购买行为Habitual buying behavior 习惯性的购买行为Variety-seeking buying behavior 追求多样化的购买行为Need recognition 需求识别Information search 信息搜索Alternative evaluation 另类评估Purchase decision 购买决策Postpurchase behavior 购后行为Cognitive dissonance 认知失调New product 新产品Adoption process开发过程第一章Marketing市场营销 p29The process by which companied create value for customers and build strong customer relationships in order to capture value from customers in return.企业为消费者创造价值并建立良好的顾客关系，以此从消费者身上获取利益作为回报的过程。

市场营销重点名词解释

第一章营销：创造和获取顾客价值1．市场营销marketing:定义为企业为从顾客处获得利益回报而为顾客创造价值并与之建立稳固关系的过程.2．需要needs：人类的需要是一种感到缺乏的状态，包括对食品、服装、温暖和安全的基本生理需要，对归属和情感的社会需要,以及对知识和自我表达的个人需要。

这些需要并不是由市场营销者创造出来的,它们是人之所以为人的固有部分.欲望wants：欲望是人类需要的表现形式，受到文化和个性的影响。

欲望由一个人的社会背景所决定,是明确表达的满足需要的指向物.需求demands：在得到购买能力的支持时，欲望就转化为需求。

在既定的欲望和资源条件下，人们会选择能够产生最大价值和满意的产品。

3．市场营销近视症marketing myopia:销售人员常犯的错误是关注自己提供的特定产品甚于关注这些产品产生的利益和体验。

他们过于关注自己为现有欲望开发出来的产品，而忽略顾客需要的变化。

4．市场提供物market offering：即提供给市场以满足需要、欲望和需求的产品、服务或体验的集合.5．交换exchange：是一种为从他人那里得到想要的物品而提供某些东西作为对价的行为。

6．市场market：是某种产品的实际购买者和潜在购买者的集合.7．营销管理marketing manage：定义为选择目标市场并与之建立有价值的关系的艺术和科学。

8．生产观念production concept：认为消费者会青睐买得到的、价格低廉的产品。

所以，管理应该集中于提高生产和分销效率。

产品观念product concept:认为消费者会偏好那些具有最高质量、性能水平和富有创新特点的产品。

在奉行这种观念的企业中，市场营销战略往往集中于持续的产品改善.推销观念selling concept：认为如果不采用大规模的促销努力,消费者不会购买足够多的产品.它关注的是达成销售交易，而非建立长期的、有价值的客户关系。

市场营销观念marketing concept：认为实现组织目标的关键在于比竞争对手更好地了解目标顾客的需要和欲望，并使顾客感到满意。

《市场营销学(第11版)》教材各章节主要名词英汉对照

《市场营销学（第11版）》教材各章节主要名词英汉对照Part 1: Defining Marketingand the Marketing Process P. 8 Chapter 1: Marketing: Creating and Capturing Customer Value P. 81.Marketing市场营销2.Needs需要3.Wants欲望4.Demands需求5.Marketing offering市场供给物6.Marketing myopia营销近视症7.Exchange交换8.Market市场9.Marketing management 营销管理10.Production concept 生产观念11.Product concept产品观念12.Selling concept销售观念13.Marketing concept市场营销观念14.Societal marketing concept社会营销观念15.Customer relationship management 客户关系管理16.Customer-perceived value顾客感知价值17.Customer satisfaction顾客满意18.Customer-generated marketing消费者自主营销19.Partner relationship management 合作伙伴关系营销20.Customer lifetime value顾客终身价值21.Share of customer顾客份额22.Customer equity顾客资产23.Internet互联网24.Globalization 国际化25.Marketing process营销过程Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships P. 3626.Strategic planning战略规划27.Mission statement企业使命28.Business portfolio业务组合29.Portfolio 投资组合，有价证券30.Portfolio analysis 投资组合分析31.Growth-share matrix 成长占有率矩阵32.Product/market expansion grid产品/市场扩展矩阵33.Market development市场开发34.Product development产品开发35.Diversification多元化36.Downsizing 精简37.Value chain价值链38.Value delivery network价值传递网络39.Marketing strategy营销战略40.Market segmentation市场细分41.Market targeting目标市场定位42.Positioning市场定位43.Differentiation 差异化44.Marketing mix营销组合45.SWOT analysis SWOT分析，态势分析发，优劣势分析法46.Marketing implementation营销执行47.Marketing control 营销控制48.Marketing audit营销审计49.Return on marketing investment （or marketing ROI）营销投资收益率Part 2: Understanding the Marketplace and Consumers P. 58 Chapter 3: Analyzing the Marketing Environment P. 5850.Marketing environment 市场环境51.Microenvironment微观环境52.Macroenviroment宏观环境53.Marketing intermediaries营销中间商54.Public公众55.Demography 人口统计56.Baby boomers婴儿潮世代57.Generation X X世代lennials（or Generation Y）千禧世代（Y世代）59.Economic environment经济环境60.Engel’s laws恩格尔法则61.Natural environment自然环境62.Technological environment技术环境63.Political environment政治环境64.Cultural environment文化环境Chapter 4: Managing Marketing Information to Gain Customer Insights P. 8265.Customer insights顾客洞察力66.Marketing information system （MIS）市场信息系统67.Internal database内部数据库68.Marketing intelligence营销情报69.Exploratory research探索性调研70.Descriptive research描述性调研71.Causal research因果性调研72.Secondary data二手数据mercial online database商业在线数据库74.Observational research观察式调研75.Ethnographic research民族志调研76.Survey research询问式调研77.Experimental research实验室调研78.Focus group interviewing 焦点小组访谈79.Online marketing research 在线营销调研80.Online focus group在线焦点小组81.Sample样本82.Customer relationship management （CRM）客户关系管理83.Questionnaire 调查问卷Chapter 5: Understanding Consumer and Business Buyer Behavior P. 10884.Culture文化85.Subculture亚文化86.Social class 社会阶层87.Group 团队88.Opinion leader 意见团队89.Online social networks 在线文化网络90.Lifestyle 生活方式91.Personality 个性92.Motive（Drive）动机（驱动力）93.Perception感知94.Learning学习95.Belief信念96.Attitude态度97.Cognitive dissonance 认知失调98.New product 新产品99.Adoption process 采用过程100.Business buyer behavior 产业购买者行为101.Derived demand 派生需求102.Straight rebuy 直接重购103.Modified rebuy 修订重购买104.New task 新任务105.Systems selling（or solutions selling）系统销售（解决方案营销）106.Buying center 采购中心107.Value analysis 价值分析Part 3: Designing a Customer-DrivenMarketing Strategy and Mix P. 138 Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers P. 138108.Market segmentation 市场细分109.Market targeting（targeting）目标市场选择110.Differentiation 差异化111.Positioning 市场定位112.Geographic segmentation 地理细分113.Demographic segmentation 人口细分114.Age and life-cycle segmentation 年龄和生命周期细分115.Gender segmentation 性别细分116.Income segmentation 收入细分117.Psychographic segmentation 心里细分118.Behavior segmentation 行为细分119.Occasion segmentation 时机细分120.Benefit segmentation 利益细分121.Customer loyalty 顾客忠诚度122.Intermarket segmentation 跨国市场细分123.Target market 目标市场124.Undifferentiated （mass）marketing 无差异营销（大众营销）125.Differentiated （segmented）marketing 差异化营销（细分营销）126.Concentrated （）marketing 集中营销（利基营销）127.Micromarketing 微观营销128.Local marketing 地区营销129.Individual marketing 个性化营销130.Production position 产品定位petitive advantage 竞争优势132.Value proposition 价值主张133.Positioning statement 定位陈述Chapter 7: Products, Services, and Brands: Building Customer Value P. 164134.Product 产品135.Service 服务136.Customer product 消费品137.Convenience product 便利品138.Shopping product 选购品139.Specialty product 特殊品140.Unsought product 非渴求品141.Industrial product 产业用品142.Social marketing 社会营销143.Product quality 产品质量144.Brand 品牌145.Packaging 包装146.Product line 产品线147.Product mix （or product portfolio）产品组合148.Brand equity 品牌资产149.Store brand （or private brand）中间商品牌（自有品牌）150.Co-branding 合作品牌151.Line extension 产品延伸线152.Brand extension 品牌延伸153.Service intangibility服务的无形性154.Service inseparability服务的不可分离性155.Service variability服务的易变性156.Service perishability服务的易逝性157.Service-profit chain服务利润链158.Internal marketing 内部营销159.Interactive marketing 互动营销Chapter 8: Developing New-Product and Managing the Life-Cycle P. 192 160.New-product development 新产品开发战略161.Idea generation 产生创意162.Idea screening 筛选创意163.Product concept 产品观念164.Concept testing 概念测试165.Marketing strategy development 营销战略开发166.Business analysis 商业分析167.Product development 产品开发168.Test marketing 试销mercialization 商业化170.Customer-centered new-product development 以顾客为中心的新产品开发171.Team-based new-product development 基于团队的新产品开发172.Product life cycle 产品生命周期173.Style 风格174.Fashion 时尚175.Fad 热潮176.Introduction stage 导入期177.Growth stage 成长期178.Maturity stage 成熟期179.Decline stage 衰退期Chapter 9: Pricing:Understanding and Capturing Customer Value P. 212 180.Price价格181.Value-based pricing 价值导向定价182.Good-value pricing 最优价值定价183.Value-added pricing 价值增值定价184.Cost-based pricing 成本导向定价185.Fixed costs 固定成本186.Valuable costs 变动成本187.Total costs 总成本188.Cost-plus pricing 成本加成定价189.Break-even pricing （target profit pricing）盈亏平衡定价（目标利润定价）190.Target costing 目标成本法191.Demand curve 需求曲线192.Price elasticity 价格弹性193.Market-skimming pricing 市场撇脂定价194.High-definition television （HDTV）高清电视195.Market-penetration pricing 市场渗透定价196.Optional-product pricing 附属产品定价197.By-product pricing 副产品定价198.Product bundle pricing 产品捆绑定价199.Discount 折扣200.Allowance 折让201.Segmentation pricing 细分定价202.Psychological pricing 心理定价203.Reference pricing 参考定价204.Promotional pricing 促销定价205.Geographical pricing 地理定价206.Dynamic pricing 动态定价Chapter 10: Marketing Channels: Delivering Customer Value P. 242 207.Value delivery network 价值传递网络208.Marketing channel （distribution channel）营销渠道（分销渠道）209.Channel level 渠道层级210.Direct marketing channel 直接营销渠道211.Channel conflict 渠道冲突212.Conventional distribution channel 传统分销渠道213.Vertical marketing system （VMS）垂直营销系统214.Corporate VMS公司VMS（垂直营销系统）215.Contractual VMS 合同式VMS （垂直营销系统）216.Franchise organization 特许经营组织217.Administered VMS 管理式VMS （垂直营销系统）218.Horizontal marketing system 水平营销系统219.Multichannel distribution system 多渠道分销系统220.Disintermediation 去中介化221.Marketing channel design 营销渠道设计222.Intensive distribution 密集分销223.Exclusive distribution 独家分销224.Selective distribution 选择性分销225.Marketing channel management 营销渠道管理226.Marketing logistics （physical distribution）营销物流（物流）227.Supply chain management 供应链管理228.Distribution center 分销中心229.Intermodal transportation 多式联运230.Integrated logistics management 整合物流管理231.Third-party logistics （3PL）provider 第三方物流供应商Chapter 11: Retailing and Wholesaling P. 262232.Retailing 零售233.Specialty store 专卖店234.Department store 百货商店235.Supermarket 超级市场236.Convenience store 便利店237.Superstore 超级商店238.Category killer 品类杀手239.Service retailer 服务零售店240.Discount store 折扣商店241.Off-price retailer 廉价零售店242.Independent off-price retailer 独立廉价零售商243.Factory outlet 工厂直营店244.Warehouse club 仓储俱乐部245.Chain store 连锁店246.Franchise 特许经营247.Shopping center 购物中心248.Wheel-of-retailing concept 零售轮转理论249.Wholesaling 批发250.Wholesaler 批发商251.Merchant wholesaler252.Broker253.Agent254.Manufacturer’s sales branches and offices 制造商的销售分发机构和办事处Chapter 12: Communicating Customer Value: Advertising and Public Relations P. 294255.Promotion mix （Marketing Communication Mix）营销组合（营销沟通组合）256.Advertising 广告257.Sales promotion 销售促进258.Personal selling 人员推销259.Public relations 公告关系260.Direct marketing 直复营销261.Integrated marketing communication （IMC）整合营销沟通262.Push strategy 推式战略263.Pull strategy 拉式战略264.Advertising objective 广告目标265.Advertising budget 广告预算266.Affordable method 量力而行法267.Percentage-of-sale method 销售百分比法petitive-parity method 竞争对等法269.Objective-and-task method 目标任务法270.Advertising strategy 广告战略271.Madison & Vine 麦迪逊大街和好莱坞藤街272.Creative concept 创意概念273.Execution style 创作文体274.Advertising media 广告媒体275.Return on advertising investment 广告投资收益率276.Advertising agency 广告代理商277.Public relation 公共关系Chapter 13: Personal Selling and Sales Promotion P. 324278.Personal selling 人员推销279.Salesperson 销售人员280.Sale force management 销售队伍管理281.Territorial sales force structure 地域型销售组织机构282.Product sales force structure 产品型销售组织机构283.Customer sales force structure 顾客型销售组织机构284.Outside sales force （or field sales force）外部销售队伍（现场销售队伍）285.Inside sales force 内部销售队伍286.Team selling 团队销售287.Sales quota 销售定额288.Selling process 销售过程289.Prospection 寻找线索290.Preapproach 事先调查291.Approach 接触访问292.Presentation 展示293.Handling objection 排除异议294.Closing 完成交易295.Follow-up 后续工作296.Sales promotion 销售促进297.Customer promotions 消费者销售促进298.Event marketing 事件营销299.Trade promotion 贸易销售促进300.Business promotions 商业销售促进Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships P. 348301.Direct marketing 直复营销302.Customer database 顾客数据库303.Direct-mail marketing 直接邮寄营销304.Catalog marketing 目录营销305.Telephone marketing 电话营销306.Direct-response television marketing 电视直销307.Online marketing 在线营销308.Internet 互联网309.Click-only companies 点击企业（即在线交易公司）310.Click-and-mortar companies 虚实结合营销311.Business-to-customer （B2C）online marketing 企业对消费者的在线营销312.Business-to-business （B2B）online marketing企业对企业的在线营销313.Customer-to-customer （C2C）online marketing消费者对消费者的在线营销314.Customer-to-business （C2B）online marketing消费者对企业的在线营销315.Corporate （or brand）Web site 公司（品牌）网站316.Marketing Web site 营销网站317.Online advertising 在线广告318.Viral marketing 病毒营销319.Online social networks 在线社交啊网络320.Spam 垃圾邮件Part 4: Extending Marketing P. 372Chapter 15: The Global Marketplace P. 372321.Global marketplace 全球市场322.Global firm 跨国公司323.Economic community 经济共同体324.Americanization 美国化325.Exporting 出口326.Joint venturing 组建合资公司327.Licensing 许可经营328.Contract manufacturing 合同制造329.Management contracting 合同管理330.Joint ownership 合同所有331.Direct investment 直接投资332.Standardized global marketing 全球标准化营销333.Straight product extension 直接产品延伸334.Product adaptation 产品适应335.Product invention 产品创新munication adaptation 沟通适应337.Whole-channel view 整渠道视野Chapter 16: Sustainable Marketing: Social Responsibility and Ethics P. 394 338.Consumerism 消费者保护主义339.Environmentalism 环境保护主义340.Environmental sustainability 环境可持续发展341.Enlightened marketing 远见营销342.Consumer-oriented marketing 消费者导向营销343.Customer-value marketing 顾客价值营销344.Innovative marketing 创新营销345.Sense-o-mission marketing 使命感营销346.Societal marketing 社会营销347.Deficient product是不完善的产品348.Pleasing products 令人愉快的产品349.Salutary products 有益的产品。

市场营销复习重点

市场营销复习重点1. Customer Needs, Wants, and Demands(需要、欲望、需求):⑴Needs:States of felt deprivation(basic physical needs;social needs;individual needs)⑵Wants:The form human needs take as shaped by culture and individual personality⑶Demands:Human wants that are backed by buying power.⑷Outstanding marketing companies go to great lengths to learn about and understand their customers' needs,wants,and demands.They conduct research and analyze mountains of customer data.2. Customer Value and Satisfaction(顾客的价值和满意)：⑴Customers usually form expectations about the valve andsatisfaction that various market will deliver and buy accordingly⑵Marketers must be careful to set right level of expectations⑶Customer value and satisfaction are key building blocks for developing and managing customer relationships3.Concept of Marketing(营销的概念):The process by which companies create valve for customers and build strong customer relationship in order to capture valve from customers in return.4.Differences between selling concept and marketing concept(销售观念和营销观念的区别):⑴The selling concept takes an inside-out perspective.It starts with factory,focuses on company's existing products,and calls for heavy selling and promotion to obtain profitable sales.It focuses primarily on customer conquest—getting short-term sales with little concern about who buys or why⑵The marketing concept takes an outside-in perspective.It starts with a well-defined market,focuses on customer needs,and integrates all marketing activities that affect customers.In turn,it yield profits by creating lasting relationships with the right customers based on customer value and satisfaction.5.SWOT analysis(SWOT市场析):⑴An overall evaluation of the company’s strengths(S), weaknesses(W),opportunities(O),threats(T)⑵Positive:Internal capabilities that may help a company reach itsobjectives;External factors that the company may be able to exploit to its advantage.6.BCG Matrix approach(波士顿集团矩阵):⑴A company classifies all its SBU according to the growth-share matrix(纵坐标Market growth rate;横坐标Relative market share)⑵Four groups of opportunities categorized:①Stars(high Market Share/high Market Growth rate；Strong opportunities)②Cash Cows(high Market Share/low Market Growth rate;Limited opportunities)③Question marks(low Market Share/high Market Growth rate;Unclear opportunities)④Dogs(low Market Share/low Market Growth rate;Weak opportunities)7.Concept of SBU(战略业务单元概念):a unit with a separate mission and objectives that can be planned independently from the other company businesses,such as a division,product line,a product or brand8.Marketing environment(营销环境)：⑴the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.⑵①Microenvironment(The company;Suppliers；Marketing intermediaries;Customers;Competitors;publics)②Macro environment(Demographic;Economic;Natural;Technological;Political;Cultural) 9. The Company’s Microenvironment(公司的微观环境):⑴Thecompany:Top management;Finance;R&D;Purchasing;Manufacturing;Accounting and so on.⑵Suppliers:Provide resources needed to produce goods and services;affection(Supply availability;Supply cost);Marketers treat suppliers as partners in creating and delivering customers value⑶Marketing intermediaries: Firms that help the company to promote, sell and distribute its goods to final buyers, including resellers, physical distribution firms, marketing service agencies, and financial intermediaries;e.g:Resellers,Physical distribution firms,Marketing services agencies,Financial intermediaries;It's important to work with intermediaries as partners rather than simply as channelsthrough which they sell products. ⑷Customers:Five types of customer markets:Consumer markets;Business markets;Reseller markets;Government markets;International markets⑸Competitors:Greater customer value and satisfaction have to be provided better than competitors do；No single competitive marketing strategy is best for all companies.⑹publics:any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives;Seven types of publics:Financial publics;Media publics;Government publics;Citizen-action publics;Local publics;General publics;Internal publics10. Concept of marketing research(市场研究的概念):thesystematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.11.Research Approaches(研究方法):⑴Observational research：gathering primary data by observing relevant people,actions,&situations.When can’t obtain by simply asking questions;People are unwilling or unable to provide⑵Survey Research: gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.It's Flexible;When hard to answer what and why; unwilling to respond to strangers; privacy;⑶Experimental Research: gathering primary data by selecting matched groups of subjects,giving them different treatments,controlling related factors,and checking for differences in group responses.12.Concept of Marketing information system(市场信息系统的概念):People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.13.Lifestyle classification(生活方式级别)：?⑴Thinkers⑵Believers⑶Achievers⑷Strivers⑸Experiencers⑹Makers14.Maslow's hierarchy of needs(马斯洛需求层次理论):⑴Physiological needs:Hunger, thirst⑵Safety needs:Security, protection⑶Social need:Sense of belonging, love⑷Esteem needs:Self-esteem, recognition, status⑸Self-Actualization needs:Self-development and realization15. Factors influencing consumer behavior(影响顾客行为的因素):⑴Cultural:Subculture;Social Class⑵Social:Referencegroups;Family;Roles and Status⑶Personal:Age and Life-Cycle Stage;Occupation;;Economic Situation;LifestylePersonality⑷Psychological:Motivation;Perception;Learning;Beliefs and Attitudes16.The concept of business market(商业市场的概念)：？17. Four steps in Market segmentation, targeting, andpositioning(战略中四个步骤):⑴Segmentation:Divide thetotal market into smaller segments(Geographic;Demographic;Psychographic;Behavioral)⑵Targeting:Select the segment or segments to enter(Evaluating Market Segments;Selecting Target Market Segments;Choosing a Targeting Strategy)⑶Differentiation:Differentiate the market offeringto create superior customer value⑷Positioning:Position the market offering in the minds of target customers(Differentiation and Positioning:Identifying PossibleValue Differences and Competitive Advantages；Choosing theRight Competitive Advantages；Selecting an Overall Positioning Strategy；Developing a Positioning Statement；Communicatingand Delivering the choosing Position）18. Requirements for effective segmentation(有效地市场划分要求)：Measurable；Accessible；Substantial；Differentiable；Actionable19.Target marketing strategies(目标市场战略):⑴Evaluating Market Segments：①Segment size and growth②Segment structural attractiveness③Company objectives and resources;⑵Selecting Target Market Segments:Undifferentiated→Differentiated→Concentrated→Micro-marketing⑶Choosing a Targeting Strategy:depending on Company resources；Product variability；Product’s life-cycle stage;Market variability;Competitors’ marketing strategies20. Product attributes(产品属性)：⑴product quality:thecharacteristics of a product or service that bear on itsability to satisfy stated or implied customer needs⑵Product features：a competitive tool for differentiating the company’s product from competitors’products⑶Product style and design:Designers should think less about product attributes and technical specifications and more about how customers will use and benefit from the product21.product life-cycle(产品生命周期):The course of a product's sales and profits over its lifetime.It involves five distinct stages:product development; introduction;growth;maturity,and decline22.Levels of Product and Services(产品与服务的层次):⑴Core benefit⑵Actual product：Features, design, quality level, brand name, and packaging⑶Augmented product：Additional consumer services and benefits.23.Steps in new-product development(新产品开发步骤)：Idea Generation→Idea Screening→Concept Development and Testing→Marketing Strategy development→Business Analysis→Product Development→Test marketing→Commercialization24.Product Line and Mix Decisions(产品的流水线和组合策略)：⑴①Product line: a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges②Product line decisions：Product line stretching；Product line filling；Product line stretching；Product line filling；⑵①Product mix: the set of all product lines and items that a particular seller offers for sale②Four dimensions：Product width；Length；Depth；Consistency25.Brand Development strategies(品牌发展策略)：⑴Line extension：extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category⑵Brand extension：Extends a current brand name to new or modified products in a new category⑶Multi-brands：Introduces additional brands in the same category⑷New Brand：①Existing brand name is waning;②Enters a new productcategory with no current appropriate brand names.25.Pricing in different types of markets(在不同类型市场的定价)：⑴Pure competition market：(Many buyers and sellers)Offer uniform commodity；Neither sellers nor buyers would charge the price; New sellers can easily enter the market;Marketing research, product development, pricing, advertising, and sales promotion play little role.⑵Monopolistic competition market：(Many buyers and sellers)set a range of prices;Offers differentiated for different customer segments, freely branding, advertising, and personal selling used⑶Oligopolistic competition market:(A few sellers)Uniform product or non-uniform; Difficult for new sellers to enter;⑷Pure monopoly market:(One seller)A government monopoly, a private regulated monopoly or a private non-regulated monopoly;price permits from the government in a regulated monopoly26.Considerations in setting price(定价考虑因素):⑴Product Costs：Price floor.No profits below this price←→Marketing strategy, objectives and mix;Nature of the market anddemand;Competitors’Strategies and prices;Other internal and external factors←→Consumer perceptions of value27. break-even point calculations(盈亏平衡点的计算及意义):⑴.break-even pricing：Setting prices to break even on the costs of making and marketing a product, or to make a target profit⑵Profit=Revenue-Cost=P*Q-Cv*Q-Cf=(P-C)*Q-Cf⑶Let Profit=0, then Q Break-even=Cf/(P-Cv);Cf=Fixed Cost,Cv=Variable Cost28. Distribution channel functions(物流渠道功能):⑴A set ofinterdependent organizations involved in the process ofmaking a product or service⑵functions: Information；Promotion；Contact；Matching；Negotiation；PhysicalDistribution；Financing；Risk taking29. Major types of Wholesaler(批发商主要类型)：⑴Merchantwholesaler:Full-service wholesalers;Limited-service wholesalers⑵Brokers and agent⑶Manufacturers’ sales branches and offices:Sale branch & offices；Purchasingoffice30. number of marketing intermediaries(营销中介数目不同所采取的战略)：⑴IntensiveDistribution：As many outlets as possible⑵Exclusive distribution：Limited number of dealers have exclusive right to distribute⑶Selective distribution ：More than one but fewer than all31.Types of the Vertical Marketing System(纵向营销体系类型)：⑴VMS：A channel consisting of one or more independent products,wholesalers,and retailers,each a separate business seeking to maximize its own profits even at the expense of profits for the system as e whole⑵Types:①Corporate VMS②Contractual VMS：WholesalerFranchise system；Retailer franchise system(Manufacturer-sponsored;Service-firm-sponsored)③Administered VMS32. Concept of Integrated marketing communications(整合营销传播概念):A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products33. Sales force structure(营销人员的结构):⑴Territorial salesforce structure：The company sells only one product line to one industry with customers in many locations.⑵Product sales force structure⑶Product sales force structure.⑵&⑶:The company sells many products to many types of customers34. Concept of advertising(广告的概念):Any paid form ofnonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor35.Advertising objectives(广告的目标)：⑴Informative advertising⑵Persuasiveadvertising⑶Reminder advertising。

市场营销环境分析(英文版) ANALYZING THE MARKETING ENVIRONMENT

Technological Political Cultural
Demographic
• According to Wal-Mart, there are 3 types of shoppers: Price-Value Shoppers Brand Aspirationals Price-Sensitive Affluents
Analyzing the Marketing Environment
Made by Group two
Contents
Microenvironment Macroenvironment
What is Marketing Environment?
• The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
Micro environment
Marketing Environment
Macro environment
Marketing intermediaries
Customer markets
Suppliers
Competitors
The company
Micro environment
Publics
• 2.Part 2: Identifying the Allure of Social Networking: Traits, Behaviors and Motivators
• 3.Part 3: Social Networking Personas: A Look at Consumer and Shopper MindSets

科特勒市场营销第三章习题答案

Chapter 3 Analyzing the Marketing Environment1) Which of the following is NOT a type of factor in a company's macroenvironment?A) demographicB) economicC) technologicalD) competitiveE) politicalAnswer: DDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-12) All of the groups within a company are called the ________.A) cultureB) diversityC) internal environmentD) climateE) rangeAnswer: CDiff: 2 Page Ref: 67Skill: ConceptObjective: 3-13) A ________ is defined as any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives.A) teamB) competitorC) marketD) publicE) intermediaryAnswer: DDiff: 1 Page Ref: 69AACSB: CommunicationSkill: ConceptObjective: 3-14) Which of the following is NOT an example of the type of public that is part of a company's marketing environment?A) financialB) mediaC) governmentD) citizen-actionE) marketing departmentAnswer: EDiff: 1 Page Ref: 69AACSB: CommunicationSkill: ConceptObjective: 3-15) Which type of market buys goods and services for further processing or for use in the production process?A) businessB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 2 Page Ref: 69Skill: ConceptObjective: 3-16) Which type of market buys goods and services to produce public services or to transfer them to others who need them?A) governmentB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 1 Page Ref: 69Skill: ConceptObjective: 3-17) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?A) demographicB) psychographicC) economicD) geographicE) culturalAnswer: ADiff: 1 Page Ref: 70Skill: ConceptObjective: 3-28) As a group, ________ are the most affluent Americans.A) baby boomersB) Generation XersC) the MillennialsD) echo boomersE) seniorsAnswer: ADiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-29) Which of the following descriptions most accurately characterizes the baby boomers?A) They are increasingly likely to retire early.B) They are a shrinking market for new housing and home remodeling.C) They are past their peak earning and spending years.D) They hold 75% of the country's assets.E) They are uninterested in adapting new technologies.Answer: DDiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-210) In the 1950s, the American population began shifting from large cities to ________.A) farming communitiesB) rural areasC) foreign countriesD) suburbsE) coastal townsAnswer: DDiff: 1 Page Ref: 76Skill: ConceptObjective: 3-211) The ________ environment consists of factors that affect consumer purchasing power and spending patterns.A) culturalB) politicalC) technologicalD) economicE) naturalAnswer: DDiff: 1 Page Ref: 79Skill: ConceptObjective: 3-212) Value marketing is the strategy of offering consumers ________.A) high quality at a high priceB) luxury quality at a high priceC) lesser quality at a low priceD) reasonable quality at a fair priceE) little quality at a low priceDiff: 2 Page Ref: 80Skill: ConceptObjective: 3-213) Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation.A) privateB) maximumC) intermittentD) at least someE) noAnswer: DDiff: 2 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-414) Business legislation has been created for three basic reasons: to protect companies from each other, to protect consumers, and to ________.A) protect the interests of societyB) regulate pricesC) increase world tradeD) regulate monopoliesE) promote social responsibilityAnswer: ADiff: 2 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-415) Cause-related marketing is a(n) ________.A) response to customer needsB) primary form of environmental awarenessC) primary form of corporate givingD) response to corporate legislative problemsE) attempt to influence consumers' core beliefsAnswer: CDiff: 2 Page Ref: 86AACSB: Ethical ReasoningSkill: ConceptObjective: 3-416) A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment.A) socialC) politicalD) cultural-economicE) naturalAnswer: BDiff: 1 Page Ref: 87Skill: ConceptObjective: 3-417) A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe.A) social codesB) cultural valuesC) demographicsD) public policiesE) economiesAnswer: BDiff: 1 Page Ref: 87AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-418) Trends in people's views of organizations indicate that which of the following has increased in the past twenty years?A) employees' loyalty to their employersB) confidence in American political organizationsC) distrust in big American businessesD) distrust in small, local businessesE) employees' view of work as a source of satisfactionAnswer: CDiff: 2 Page Ref: 89Skill: ConceptObjective: 3-419) Today's marketers must successfully build relationships to connect effectively with customers, others in the company, and external partners.Answer: TRUEDiff: 1 Page Ref: 66-67AACSB: CommunicationSkill: ConceptObjective: 3-120) The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-121) The demographic environment is of major interest to marketers because it involves people, and people make up markets.Answer: TRUEDiff: 1 Page Ref: 70Skill: ConceptObjective: 3-222) As baby boomers reach their peak earning and spending years, they become lucrative markets for financial services, travel, and entertainment.Answer: TRUEDiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-223) Millennials represent a larger demographic segment than the baby boomers or Gen Xers. Answer: TRUEDiff: 2 Page Ref: 74AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-224) The American workforce today is better educated but less white-collar than it was a generation ago.Answer: FALSEDiff: 3 Page Ref: 77Skill: ConceptObjective: 3-225) Companies in several industries have recognized the buying power of the gay and lesbian segment of the U.S. population and have begun explicitly targeting these consumers withgay-specific marketing efforts.Answer: TRUEDiff: 2 Page Ref: 78AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-226) According to Engel's laws, consumers tend to spend a larger percentage of income on savings as income rises.Answer: TRUEDiff: 2 Page Ref: 81Skill: ConceptObjective: 3-227) The introduction of new technologies is beneficial to all industries, as new markets and opportunities are created.Answer: FALSEDiff: 2 Page Ref: 83AACSB: Use of ITSkill: ConceptObjective: 3-328) In the cultural environment, core values and beliefs and secondary values and beliefs differ in that the former are more open to change.Answer: FALSEDiff: 1 Page Ref: 87Skill: ConceptObjective: 3-429) When a company hires lobbyists to influence legislation affecting its industry, it is taking a reactive approach to the marketing environment.Answer: FALSEDiff: 3 Page Ref: 91AACSB: Reflective ThinkingSkill: ApplicationObjective: 3-530) Who are the major players in a company's microenvironment? Explain the role each major actor plays.Answer: Within the company, marketing management takes other groups into account, such as top management, finance, research and development, purchasing, operations, and accounting. Decisions made and implemented by any of these groups have the power to affect marketing. Suppliers form an important link in the company's overall customer value-delivery system. Problems with supply, such as labor or material shortages, will negatively affect the company. Marketing intermediaries help the firm to promote, sell, and distribute its goods to final buyers. They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries. Competitors are also part of the microenvironment, as they can affect the company's ability to serve its customers. The company's microenvironment is also made of various publics, including financial, media, government, citizen-action, and local groups. One or several of the five types of markets–consumer, business, reseller, government, and international–may be part of the company's microenvironment, depending on the company's products.Diff: 2 Page Ref: 67-69Skill: ApplicationObjective: 3-131) In marketing, what is a public? Briefly describe the seven main types of publics faced by marketers and explain how marketing might communicate with these publics.Answer: A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. We can identify seven types of publics. Financial publics influence the company's ability to obtain funds. Media publics carry news, features, and editorial opinions. Government publics develop public policy to guide commerce with sets of laws and regulations. Citizen-action publics include consumer, minority, and environmental groups. Local publics include neighborhood residents and community organizations. The general public has concerns about the company's products and actions. Internal publics include workers, managers, volunteers, and the board of directors. Marketing can treat these influential publics like consumer markets, creating marketing plans to build relationships and elicit a desired response. Diff: 2 Page Ref: 69AACSB: CommunicationSkill: ApplicationObjective: 3-132) What are the major trends in today's natural environment? How do these trends affect companies?Answer: The natural environment shows three major trends: shortages of certain raw materials, higher pollution levels, and more government intervention in natural resource management. Environmental concerns create marketing opportunities for alert companies. As concern about global warming and other environmental issues continues to grow, more and more consumers are demanding environmentally responsible products. Companies who heed these demands will benefit, as environmentally responsible actions are today linked with good business.Diff: 2 Page Ref: 81AACSB: Analytic SkillsSkill: ApplicationObjective: 3-3。

Marketing-Topic 1 Macro Environment & Micro Environment-2011-Updated March

(high disposable income) & trendy or demand for modern culture
Career orientated, high expectations from employers to
work longer hours, refuse to slow down- very active & living longer
◦ Population – 6.6 ◦ The population trend - 7.9 billon 2025 ◦ The baby boomers (1946-1964), generation X (1965-1978) , and ◦ ◦ ◦ ◦
generation Y (1979 - 1994) & Gen Z (1995- 2010) The Australian/Chinese family structure Population shifts Racial and ethnic diversity Spending Power increases due to population
Marketing Managers determine possible threats &
opportunities (external) plus understand strengths & weaknesses (internal) impacting on the Company
Marketing Managers analyse a business using a SWOT
Macro (External) & Micro (Internal) Environment